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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/111908


    Title: Understanding customers` willingness to participate in co-creation: The fit perspective
    Authors: Yen, Wanchu
    Contributors: 企管系
    Keywords: Information systems;Social networking (online);Co-creation;Customer participation;Person-environment fit;Social media;Task technology fit;Sales
    Date: 2015-07
    Issue Date: 2017-08-10 15:17:28 (UTC+8)
    Abstract: Social media that allow users to share, create, discuss, and exchange user-generated contents have opened up the potential for co-creation. However, because of social media`s the nature of ubiquitous connectivity, customers are involved in a short-term relationship in which customers can choose to interact with multiple firms and switch one firm to another with relatively little effort and cost. Although an increasing number of firms have recognized the advantages of customer participation, it is difficult for firms to engage customers with their co-creation activities. To address this issue, this research integrates the theories of person-environment fit and task-technology fit to propose a research framework that helps understand how fit play an important role in customer participation, which in turn leads to favorable outcomes. A Web-based survey is conducted in Facebook to validate the proposed framework. The current research is expected to contribute to the theories by examining the theories of person-environment fit and task-technology fit in the context of co-creation. The current research is also expected to contribute to the practices by illustrating that firms could attract and motivate customers to participate by harnessing customer identifications, offering incentives, deploying various functions of social media technology.
    Relation: Pacific Asia Conference on Information Systems, PACIS 2015 - Proceedings
    19th Pacific Asia Conference on Information Systems, PACIS 2015; Singapore; Singapore; 5 July 2015 到 9 July 2015; 代碼 125136
    Data Type: conference
    Appears in Collections:[Department of Business Administation] Proceedings

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